Ecommerce Beauty Italian Fragrance Brands Stats

Overview of the performance of Top Italian Fragrance Brands in Europe

The data provided offers key insights into the online performance of 6 top Italian fragrance brands, Armani (L'Oreal), Dolce&Gabbana (in-house), Ferragamo (Interparfum USA), Gucci (Coty), Prada (L'Oreal) and Versace (Euroitalia) in United Kingdom, Germany, France, Italy and Spain. The analysis has been performed scouting around 70000 single Urls for, representing more than 300 different resellers and comparing the discounted price with the official Suggested Retail Price (SRP).
Resellers are classified in:

B&M-online: retailers that have at least a relevant share of business done in Brick & Mortar
Website: pure players or retailers with a minor share of business done in Brick & Mortar
Marketplace: Amazon or similars
Private: privates selling the brand products through platforms like Ebay

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and also by quality:

A++: department Stores online
A: international chains or relevant high qualitative players
B: other retailers mostly authorised
C: unauthorised or gray market players

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Data has been collected in the month of February and March 2025.

Online Presence:

Data collected shows the strong presence of resellers offering these brands' products online in Germany compared to France, Italy, UK and Spain with some "leaders" in online presence for each market: Dolce&Gabbana and Versace in Germany, Ferragamo in the UK. The most present brand in Italy is Gucci no matter the two leaders of the market in fragrances are Armani and Dolce&Gabbana.

Quality of the online presence:

The data shows how widespread Armani, Dolce&Gabbana, Ferragamo, Gucci, Prada and Versace are in the different clusters of retailers across the 5 markets. Ferragamo and Versace have a very strong presence in the cluster C represented by low quality retailers that mostly supply from gray market. Armani, Dolce&Gabbana, Prada and Gucci are less represented in cluster C.

Level of promotion:

Prada is the less promotional online in Europe with more than 70% of the offers having less then 30% discount. Armani is quite balanced between less than 30% discount and over. All other brands are more affected by discounting above 30%. The most aggressive brand is Ferragamo with more than 75% of the offers above 30% discount. This is probably due to the fact that Ferragamo is highly available in cluster C, while the others are more present in clusters A to B.

Average Discount by Country:

Spain confirms to be the most promotional market while Versace is the most discounted brand across all markets with 12-18 ppts more discount compared to the best of each Market and a peak in Germany. Prada on the other side, is the less discounted brand with an average at -17,5%

Average Srp vs Real Prices

Armani, Dolce&Gabbana, Gucci and Prada are quite aligned in terms of Average Suggested Retail Price while Versace positions its beauty brand at 10-20€ less and Ferragamo even lower.
Looking at the average Real Retai Price, all brands apart for Prada are below 100€ with Ferragamo at the bottom at 55€ average and Versace at 70€

Conclusions

Control over the online presence is key to maintain a premium position in the market. Armani, Gucci and Prada are doing a proper job in reducing their presence in the Cluster C, that is a must to protect the Luxury position.
This analysis highlights the importance of monitoring online presence and pricing strategies to maintain a competitive edge in the fragrance market. Brandiving offers a solution to monitor the online presence and pricing strategies of these brands, allowing them to make informed decisions and stay ahead of the competition.

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